Context

A self-development app (Web, iOS, Android) distributed exclusively by network marketing. Onboarding follows after a purchase from a referral link. The referral link is strictly tied to the referrer.

Challenge

After purchasing a product, ~70% complete verification, over 45% of users stop using the product on a regular basis. More than a third don’t return at all.

Possible reasons: confusing onboarding, unclear interaction algorithm, other peculiarities.

My action

1. Identification of target groups by collecting statistical data from all possible trackers.
2. Sending the target groups an interview offer.
3. Conducting interviews.
4. Confirmation / refutation of hypotheses.
5. Identification of bottlenecks in onboarding and first cycles of interaction with the product.

Result

• The system of mailing and registration for interviews.
• User Flow.
• User Portrait.
• Improvement of onboarding interfaces.
• Users who agreed to the interview and subsequent testing of the new onboarding became active users as a result.

As a result, the dynamics of retention crept upwards. The level of satisfaction with the purchase among new users increased.